When getting started, it’s important to evaluate the perception of cheerleading in your area. When I first I opened four years ago and asked this same question, I would say it would have been unrealistic to get a business sponsor without an “insider.” Since then, my program has helped to change the community’s outlook on competitive cheer and they are much more supportive now. In addition, people are seeing that we are not just about training athletes but also about building character, which provides a greater attraction for support.